Trysil, Norway, April 2020 – Sweet Protection, the industry leader in high-performance helmets, goggles and technical clothing, announced today that it has signed an athlete partnership deal with Swedish skier Malou Peterson, a former member of the Swedish National Ski Team and now an avid backcountry skier.
Peterson, 24, originally hails from the ski town of Åre, Sweden, and has been skiing since the age of two. She has competed in alpine racing, big air and ski cross, where she was a member of the Swedish national team for three years.
After she retired from competitive skiing she moved to Chamonix, France and began the second phase of her career, focused on ski touring. She spent two years in France before moving to Revelstoke, British Columbia, where she currently lives and focuses primarily on backcountry skiing. Check out Malou’s season edit from last winter here.
“I’m super stoked to be joining the Sweet Protection team! I grew up in Sweden and Sweet Protection has always been around from when I was a tiny ski racer to when I first started venturing out in the backcountry when I got older,” Peterson said. “I love the style, the fit and the quality. All the goggles have a clean and simple design that I really like – they’re very Scandinavian in a cool way. The goggles fit perfectly together with the helmets and don’t fog up. I’m a horrible skier in bad visibility, so good goggles literally make or break my day.”
About Sweet Protection: Sweet Protection is based in Trysil, Norway and was founded by a tight-knit group of skiers, riders, cyclists and paddlers, always on the search to make the best possible products. Sweet blends industry-leading innovation with the finest craftsmanship available to create the safest and most advanced helmets, protective gear and apparel for ski and snowboard, bike and paddlesports. The core design philosophy ‘Stronger, Lighter, Better’ guides all of Sweet’s decisions. The team is comprised of overachievers with extremely high expectations on the products; well above and beyond industry certifications and standardized tests. Sweet Protection builds the gear they use and stands behind every product they make. No compromise. Their passion is your protection. sweetprotection.com
Media Contact: Meteorite PR | Mike Eisenbrown| Mike@meteoritepr.com| 440.725.0031